No Contest

In radio, we have relied on the contest model for many years to bribe listeners, extend time spent listening, and to generate buzz and excitement. Over the years, radio stations have given away some incredible prizes - scores of Harleys, a new home, and tons of cash, broken down in many different configurations.

It's always been debatable as to whether all of this activity works, but many stations have become addicted to paying listeners to listen.

Recently, however, Netflix - the online video rental company - turned the contest model on its side. They put up a $1,000,000 bounty to any inventor or team that could figure out a way to improve their online recommendation model. This is the algorithm that is able to study your rental pattern, and then suggest other films that you would enjoy. The idea was to put up some cash to encourage some of the most brilliant minds in the world to essentially build a better recommendation mousetrap.

Now think about the prize model for radio. Imagine if the NAB and the RAB offered a sizable cash prize for marketers, inventors, and technology experts to come up with viable solutions for the problems ailing radio.

I took part in one of those "Stimulus Czar" sessions at the NAB last week. While it was flattering to be selected as part of a very smart group of experts, the fact is, we're all a little too "inside radio." We've been at this for decades now, and perhaps it's time for radio to give us a little control, and let a different set of smart minds have at it.